February 8, 2010

Marketing Strategy Meets Sales Strategy

I haven’t met a sales powerhouse like Jill in a long time and had to share my experiences with you.

What I most appreciate about Jill’s book, “Selling to Big Companies,” is her practical, no-nonsense view on selling to decision makers in today’s understaffed, overstressed organizations.

Three strategies really resonated with me:

1. Your company’s value proposition is only as good as your ability to describe measurable business outcomes. Not only does she stress this point effectively, she SHOWS you a list of solid outcomes to consider.
2. Voicemail scripts are not optional; they are essential. She does not suggest you read them verbatim–she suggests the use of “trigger events.” This is a brilliant way to stand out among the decision-makers sea of voicemails.
3. Simple tools really help. Jill provides a plethora of planning tools in the appendix. These will raise your professionalism to an entirely new level.

If you only read two books this year, I suggest you read mine first to get grounded in your marketing strategy. Then read “Selling to Big Companies.” Jill provides an authoritative, a no-b.s. guide to putting your company’s growth plan into action. It will show you how to take a measured, prepared approach to reaching executives in your ideal market.

Now is the time to align your marketing strategy and sales strategy. These resources will help and save you lots of time.

As marketing leaders, you know that a strong company culture cultivates a workforce of powerful brand advocates who enhance marketing efforts. What can marketing do to navigate the culture war that ensues in the face of increased M&A activity? Here are three rules of thumb to consider as you evaluate an M&A deal on the horizon, and when you are in the throes of a post-deal journey.

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Success Stories

Lisa is an enthusiastic, enlightening professional. The time you invest with her, or any one of her many seminars, pays terrific dividends. Her quick mind and search for less obvious solutions to difficult problems makes her an excellent resource.